Professional Documents
Culture Documents
Decision Making
Here we learn about advertising planning and decision making. There are a
number of internal and external factors involved in planning framework as shown
in below diagram. The three legs of advertising planning concern: 1) Objective
setting aand target market identification, 2) message strategy and tactics, and 3)
media strategy and tactics
Marketing Strategy
And Situation
Analysis
Marketing strategy includes
the long-term vision and
objectives of company as well
as its deemed strategic
position in marketplace.
Situation analysis involves
research of some kindresearch based on analysis of
consumer motivation and behaviour with respect to the product, service, idea
and subject to be advertised. Situation analysis can be based on conventional
wisdom, managerial experience or imaginative abilities but can be access in real
terms only through research.
Competitive Analysis
Analysis of current share, competitors share, trends in shares, reasons for these
trends, possibility more share, which competitors can be aimed. Look for hole in
competitors offering and fill it.
The Marketing Plan
It includes planning, implementation and control functions for the concerned
authority. Marketing Plan talks about statement of marketing objectives and
strategies and tactics involved in achieving the objectives.. It talks about
allocation of marketing budget and development of specific plans for various
components of the marketing mix. The allocation in turn depends on the
effectiveness of the various elements of marketing mix.
Advertising Plan
Focuses on objectives and target selection, message strategy and tactics, and
media strategy and tactics.